The Impact of Chinese Social Media Marketing on Tourists' Decision Making---- A Case Study of REDNOTE

Duan Jiaxin (2025) The Impact of Chinese Social Media Marketing on Tourists' Decision Making---- A Case Study of REDNOTE. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This study examines the impact of Chinese social media marketing on tourists' decision-making processes, with a particular focus on the REDNOTE platform. The rapid development of the internet and social media has reshaped the way information is shared, affecting various industries, especially tourism. Social media platforms, particularly REDNOTE, play a crucial role in influencing potential tourists' perceptions and decisions by providing a space for users to share experiences and recommendations. This research aims to understand how social media content, such as user-generated reviews, videos, and promotional posts, affects the selection of travel destinations. Through a mixed-methods approach combining a literature review and a survey, the study investigates the factors influencing tourists' travel intentions, including the quality and credibility of information, the role of social media marketing strategies, and the influence of peer reviews. The findings suggest that detailed and authentic user-generated content is the most influential in guiding travel decisions, with trust in the information being a significant determinant. Additionally, the study explores how different types of content, such as promotional offers and influencer endorsements, impact users' travel intentions. The results highlight the importance of social media as a tool for destination marketing, revealing that tourists are more likely to trust content from friends and family over professional reviews or influencer content. The research contributes to the understanding of how digital marketing strategies can be optimised to influence travel decision-making, offering practical insights for tourism marketers to improve their engagement with potential tourists.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Destination Marketing, digital marketing strategies, social media marketing, tourism marketing, Tourist Decision-Making
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Ápr. 09. 15:00
Utolsó módosítás:	2026. Ápr. 09. 15:00

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